MediaCom India and PHD India win a Gold medal each. Madison Media Infinity bags a Bronze
BestMediaInfo Bureau | Delhi | April 9, 2014
The winners of the Festival of Media Global Awards 2014Â were announced onÂ Tuesday 8 April at the Awards Gala Dinner, at the Rome Cavalieri. Indian agencies won 3 medals including two Gold and one Bronze.
MediaComâ€™s â€˜Soldier for Womenâ€™ campaign for Gillette India was awarded Gold medal for Best Engagement Strategy. Another Gold was bagged by PHD India for Best Use of Mobile for its campaign â€˜Mobile Entertainment Boxâ€™ for Kaan Khajura Teshan.
Madison Media Infinity won a Bronze medal in â€˜The Effectiveness Awardâ€™ category. The agency was awarded for its campaign â€˜Convincing consumers to become our Sales Forceâ€™ for Parachute Advansed Ayurvedic Hair Oil.
StarcomÂ MediaVest GroupÂ won the Agency Network of the Year title with the most winning campaigns across different countries out of any agency.
Starcomâ€™s winning entries hailed from Poland, the Philippines, United Kingdom, Netherlands, United Arab Emirates, Denmark, and Sweden. The agency came away with Gold for two campaigns: Marabou Chocolateâ€™s â€˜The Chocolate with 6,000 Namesâ€™ in Denmark, which won The Retail Award, and Prudentialâ€™s â€˜Warsaw 1935â€™ in Poland, which was awarded Best Communications Strategy.
UM Australia walked away with both Agency of the Year and Campaign of the Year for their innovative social media campaign â€˜XTLâ€™, which encouraged Australian teens to call out disrespectful or inappropriate online behaviour with the hashtag #XTL (crossing the line). Produced by UM for the Department of Families, Housing, Communities and Indigenous Affairs, â€˜XTLâ€™ won the Gold for Best Social Media Strategy, as well as the Silver in Best Targeted Campaign and Bronze for The Utility/Public Service Award. The campaign became popular not only over Twitter and Facebook, but also on TV and print media, and 90% of teens surveyed reported using #XTL in the right context.
UM also won awards for two other campaigns in Australia: News Corpsâ€™ â€˜Fast Front Pagesâ€™ (Silver, Best Communications Strategy) and ING Directâ€™s â€˜Spend Your Lunch Wellâ€™ (Gold, Best Entertainment Platform).
â€˜We hear much talk about the need for brands to have a purpose beyond their core benefit, to use social as a natural pathway to their audience, and to have something simple to say to them which resonates. XTL ticked all these boxes in a way and to a level that no other entry came close to,â€™Â says Tom Gill, Global Media Director of Heineken and one of the judges.
For the first time ever, this yearâ€™s awards introduced tiered judging of Gold, Silver, and Bronze awards to honour even more entries than ever before. The shortlisted entries were highly contested, with the judges going through several rounds of voting for many of the categories before deciding on winners.
This yearâ€™s winners come from 19 different countries around the world, including Taiwan (winning Bronze in Best Event/Experiential Campaign for Red Bullâ€™s â€˜Soapbox Raceâ€™); the Philippines (Bronze, Best Engagement Strategy for UHPâ€™s â€˜First Step to Livelihoodâ€™); Canada, (Gold, Best Event/Experiential Campaign, with Budweiserâ€™s â€˜Red Lightâ€™); and Hungary (winning Gold, Best Use of Technology, for Telekomâ€™s â€˜Sky Galleryâ€™). Indian campaigns also came away with Golds in two categories: Best Engagement Strategy (â€˜Solder for Womenâ€™, Gillette India) and Best Use of Mobile (â€˜Mobile Entertainment Boxâ€™, Kaan Khajura Teshan).
Independent agency Forsman & Bodenfors were responsible for two of Swedenâ€™s wins, with their campaigns for Volvo Trucks â€˜The Epic Splitâ€™ and â€˜Live Test Seriesâ€™ both taking the bronze for Best Content Creation Award and Best Digitally Integrated Campaign, respectively.
Sameer Singh, VP, Head of Global Media at GlaxoSmithKline and Chair of the 2014 Awards Jury, comments: â€˜Itâ€™s truly fascinating to see so many campaigns like â€˜XTLâ€™ using social media for focused, targeted outreach, and actually succeeding in changing peopleâ€™s behaviour and opinions. More than ever before, marketers are seeing the value of reaching out to specific audiences through social media â€“ brilliant propositions and clever execution rule in the entries we judged from all over the world.â€™
A panel of 25 industry experts judged the 191 shortlisted entries to decide upon the winners, and the awards were announced at a gala dinner on April 8th, the final night of the Festival of Media Global 2014. This yearâ€™s jury features from some of the worldâ€™s leading brands and agencies, including Craig Hepburn of Nokia, Tom Wyse of Paddy Power, Kathleen Brookbanks of OMD, and Sylvain Chevalier of Havas Media Group. For the first time, judges were available to give tips and insight during a special â€˜Meet the Judgesâ€™ session on the first day of the Festival of Media Global.